Then don’t get me started on Instagram, where every advert is an _cl account, from Chile. I mean, yes I spent a year there, but I’m not there anymore, and I’ve never uploaded any photos from my time in Chile to Instagram. Why Instagram is showing me all these Chilean brands is really confusing.

So how do the ads work? Does it depend on your cookies, what you google, the links you click on, the photos you like, the pages you interact with, your friends list, your location, what’s on your Amazon wishlist, or a whole algorithm based on all these factors? Sometimes the ads come true, I searched for accommodation in Glasgow, then for the next couple of days, I saw adverts for hotels in Glasgow. But some of them are downright random.